Business is buzzing about this “new” social media. It’s sweeping the world and every firm has to have it but few understand where it came from and how it actually works. There’s infighting in large corporations for which department will own the social media outreach and people are hanging placards on their profiles that tout themselves as “social media experts," but their tweets are more like twits and the practice has yet to be defined in terms of how it’s effective and how it can be gauged as successful. The answer is to ask the creatives who have been doing it for many years.